Neural Activations Associated with Decision‐time and Choice in a Milk Labeling Experiment

Abstract

The authors incorporate brain activation data in an analysis of decision time and choices for milk labeled as produced with growth hormone or cloning technologies, or labeled as conventional milk. Non‐hypothetical choices and decision time are correlated with blood oxygenation level‐dependent extractions in brain regions previously found to be involved in valuation. The significance of the activations related to price and production technology differs in models of decision time and choice. More areas influence the time it takes to make a decision. The final decision appears to be most correlated with localized areas in the medial prefrontal cortex, with a higher correlation when the choice is about growth hormones than cloning technology.

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